Welcome to our new regular series of publisher and media profiles which MediaScope presents as a showcase of niche and independent media to both advertising buyers and sellers.

This month is Belinda Elworthy from My Invites, which she established in 2007 as a solution to a problem she was experiencing in organising night outs and events. Bel offers some insights into her online publishing business with specific focus on advertising sales.

You can see more information on My Invites through their premium MediaScope listing here.

If you are interested in profiling your business with MediaScope please contact us.

Name of Website: www.myinvites.com.au 

Target Market:  Social Butterflies. (Women 25-49)

Launched:  2007

Staff:  6 (all part time and virtual)

1. Can you give us some background information on your business?

Myinvites.com.au is a social planning hub. We offer gorgeous e-invite designs, RSVP management and planning tools, ideas and inspiration that make getting together easier and more fun. We help users co-ordinate their social lives with style and ease (for free).

2. Tell us how & why My Invites started?

The idea for Myinvites was hatched out of frustration. We loved getting together with our favourite people but we didn't love the hassle that often comes with being the organiser. We wanted a simple and easy way to plan events and send out great looking invitations online. We jumped online and searched for a site that could help with our planning and we just couldn't find any. We thought that there must be other people out there like us. So we asked a bunch of people whether they'd love to be able to send online invitations in fun, quirky and stylish designs and a way to manage all of their RSVP's and event plans and photos online and they said 'Absolutely'. So we got to work.

Since our launch, Facebook Events was born, but our users have remained loyal as we have continued to provide them with beautiful designs, improved functionality and lots of useful content.

3. Can you outline My Invite's current market position and your forward plans?

MyInvites.com.au occupies a unique space, and we will continue to evolve our offering of services that make planning a get together easier. We'll also continue to invest in our community of members.

4.  What benefits do you offer advertisers?

We're small enough to be agile and flexible when responding to client needs and big enough to reach a decent chunk of social group influencers and main grocery buyers. We have a highly engaged audience. We offer the opportunity to integrate brand messages into the planning process and target specific occasions like baby's and children's parties, birthdays, Christmas, weddings and more. 

5. What is the best & worst thing about being an independent web publisher?

Best = Being part of a very dynamic team that can make things happen, fast. 

Worst = Doing a lot with very little (this can sometimes also be the best thing!) 

6.  Tell us about your advertising sales structure? (who sells your ads, your sales team, client base etc)

We sell the majority of our campaigns direct to media planners and buyers and brand and marketing managers.

7.  What are some things you have learned when dealing with advertisers?

Don't waste their time. Make it easy for them to work with you. Exceed their expectations. Adapt your proposals to their formats, make reporting easy for them to understand and use. Don't give up if someone doesn't return your call, don't take it personally.

8.  What is some advice you would offer to anyone starting a new commercial media business?

Be realistic (and very conservative) about your earning potential when doing your business plan. Don't ever start without a plan. Contact one or two people who you know will challenge your plan for the better and review it with them.

9.  Where do you get your advertising and marketing information from?

Mainly e-newsletters. IAB, AdAge Digital, B&T, AdNews and blogs.

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